After almost 50 years, BOSS has undergone a full-scale rebranding - complete with all-new logos and designs.
The new logo features a noticeably bolder graphic conveying a contemporary look and impactful visual experience.
BOSS is renowned for their classical shapes and fits representing a more refined look, while combining classic tailoring and cutting-edge technology. Their expert designs ensure the best possible wearing experience.
Casualisation has hit the world by storm, and as the brand redefines the codes of dressing by becoming more laid-back and contemporary with their cuts and colours, they have maintained their expert craftsmanship and superior fabrics.
BOSS retail stores now offer more sophisticated casual styles, including chinos, casual shirts, sneakers, chunky knits and more relaxed pieces together with their famous suit range.
The brand reveals an all-star cast hailed as the collective faces of the Spring/Summer 2022 #BeYourOwnBOSS campaign. The striking social-first campaign, shot by acclaimed fashion photographer Mikael Jansson, was captured on sets around the globe.
Top brand personalities such Hailey Bieber, Kendall Jenner, Joan Smalls and Alicia Schmidt showcase for BOSS women. Together, they form the face of the BOSS Spring/Summer 2022 collection. The brand has assembled an array of global superstar talents who have come together to showcase just what it means to be a BOSS Woman and carry the brand into this new and exciting era. #BeYourOwnBOSS
With the branding refresh, BOSS have ushered in a new era as they move towards a more engaging experience for their customers. The hugoboss.com site now features even more imagery, videos, and inspiring content – so you too can dive into the new products for a more enjoyable and immersive shopping experience in 2022.
BOSS has set a benchmark in the fashion industry and always strives to keep the standards high, and we look forward to their new era. Boss stores are available at Sandton City, Mall of Africa & V&A Waterfront (Cape Town).
Shop BOSS online, here.
